Saga Communications Promotions Opportunity

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

Supercharge Your Online Promotions

Matt CoenSecond Street

@secondstreetlab

Thanks for Having Us!

Matt CoenPresident & Co-FounderSecond Street @mattcoen

@secondstreetlab

Who we are

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

POWER OF PROMOTIONS

@secondstreetlab

@secondstreetlab

@secondstreetlab#PromotionsSummit

@secondstreetlab

Attendees

#PromotionsSummit

@secondstreetlab

@secondstreetlab

Group sweepstakes

#PromotionsSummit


@secondstreetlab

@secondstreetlab


@secondstreetlab

Why not you?

Why Not You?

@secondstreetlab

@secondstreetlab

Shift in Spend 1

@secondstreetlab

Promotions are a Growing Trend

Source: Borrell Associates

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

Online Promotions

are Exploding

@secondstreetlab

“Don’t underestimate your

potential.”

@secondstreetlab

“I want you to think big and I want you

to think differently.”


“Advertisers want result and you can

measure those results with

promotions.”

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Think big, think differently and invest resources to maximize your promotions revenue.

@secondstreetlab

Advertisers wantmeasurable results and promotions deliver them 2

@secondstreetlab

1. Generate Leads2. Drive Foot Traffic3. Grow Social

Engagement4. Grow Email Database5. Collect Data

What Advertisers Want


The Challenge: Double the Number of Weddings Booked during their Season

@secondstreetlab

The solution

@secondstreetlab

“The resort had 10 weddings booked as a result of the contest.”- Elizabeth Perry, Cox Media Group


The Challenge: Grow Foot Traffic during Slow Period + Increase Awareness

@secondstreetlab

The solution


“To date, we've done a half million dollars with just this one account doing deals.” - J. Tom Shaw, Shaw Media


The Challenge: Increase Foot Traffic

@secondstreetlab

The solution

@secondstreetlab

“The advertiser was thrilled with all the new customers they saw as a result of the deal.”- Brenda Fedak, Belleville News-Democrat


The Challenge: Grow Facebook Likes and Email List + Sell $18k in Gift Cards

@secondstreetlab

The Solution


“The bank increased their social engagement by 12,000% and drove $100,000 in sales the first year of their gift card program.”- Brandy Carter, SmartReach/Entercom


The Challenge: Grow Awareness and Email Database

@secondstreetlab

The solution

Facebook sweepstakes and integrated print & online campaign


“We had 80,000 people enter, which was amazing. We grew the outlets database by 47,000. It was one of the most successful promotions we’ve ever run.”- Jamie Kinnaird, BH Media

@secondstreetlab

1. Generate Leads2. Drive Foot Traffic3. Grow Social

Engagement4. Grow Email Database5. Collect Data

What Advertisers Want

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Start every sales call with a needs analysis conversation and pitch promotions designed to meet those needs.

@secondstreetlab

Second Street is Here to Help

secondstreetlab.com/saga

@secondstreetlab

There are four pillars to Promotions success 3

@secondstreetlab

@secondstreetlab

Four Pillars

PlanningGrowing DatabaseEmpowering Your Sales TeamLeveraging Promotional Tools

@secondstreetlab

Plan Ahead

"The simplicity of planning is so overlooked as a driver of business. I’m still stunned by it every

day."

@secondstreetlab

Grow Your Database

"1,100 new emails from

free deal lead to $55k in

revenue over the next 6 months.”

@secondstreetlab

Empower Your Sales Team"We are always,

constantly, every week generating money with promotions. Every single

week.”

@secondstreetlab

Leveraging Your Promotional Tools

”Everything has value and will

help the promotion and the advertiser see success.”

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Develop and implement a promotions plan that includes a calendar and a goal for revenue & database growth.

@secondstreetlab


The ULTIMATE Planning Calendarwww.secondstreetlab.com

@secondstreetlab

Leverage your resources 4

@secondstreetlab

Your Promotions Resource


@secondstreetlab

Online formats – Market Total

#PromotionsSummit

@secondstreetlab

Actionable Content

@secondstreetlab

Playbooks

@secondstreetlab

Downloadable Worksheets

#PromotionsSummit

@secondstreetlab

Newsletters

@secondstreetlab

Report cards

#PromotionsSummit

@secondstreetlab

“92% of local sales managers believe more digital sales training is

needed.”

@secondstreetlab

“92% of local sales managers believe more digital sales training is

needed.”

“42% of local sales managers rate their sales rep’s ability to sell digital

as poor.”

@secondstreetlab

On demand Training


Contest Sales Planning

Contest Sales

Deal Sales

@secondstreetlab

Earn Certification

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Sign up for Promotions University and visit secondstreetlab.comto download more resources.

@secondstreetlab

Data has power 5

@secondstreetlab

“There might be some gold hidden in your database that you’re not seeing

today.”

@secondstreetlab

350 Years ago

Antonie van Leeuwenhoek

Peered Through

The Microscope

@secondstreetlab

What he saw

300 Years Later

@secondstreetlab

DNA

850,000X

@secondstreetlab

WHAT IF WE BUILT A BETTER MICROSCOPE?

@secondstreetlab

Under the microscope

Data DNA

@secondstreetlab

WITH RICHER PROFILES, WE CAN APPLY FILTERS

@secondstreetlab

APPLYING FILTERS

@secondstreetlab

APPLYING FILTERS

Wants to refinance their home?

@secondstreetlab

APPLYING FILTERS

Needs an oil change?

@secondstreetlab

APPLYING FILTERS

Looking to purchase jewelry?

@secondstreetlab

APPLYING FILTERS

In the market for a new car?

@secondstreetlab

APPLYING FILTERS

Likes Mexican Food?

@secondstreetlab

PROMOTIONS ALLOW YOU TO EXPLICITELY ASK

@secondstreetlab

PROMOTIONS ALLOW YOU TO INFER DATA

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Run more promotions to collect more data.

@secondstreetlab

Ballots drive audience and revenue year round 6

@secondstreetlab


“We generated $75k at an 8k circulation paper with our Reader’s Choice program.” - Vince Johnson, Morris Multimedia

@secondstreetlab


“The level of engagement and the level of voting was unbelievable.” - Blair Barna, Charleston City Paper

@secondstreetlab


“This year, our state fair ballot will be a $100k opportunity. It's a beautiful thing for us to have ballots in our arsenal of products.“- Marty Carry, State Journal-Register

@secondstreetlab


“We had a 47% increase in participation, plus made over $70k.“- Jamie Kinnaird, BH Media

@secondstreetlab

KGON-FM’s Top 92 Countdown

$7,000 in Revenue 826 Write-Ins 140 Email Opt-Ins

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Add ballots to your promotions calendar.

@secondstreetlab

Second Street is Here to Help with Playbooks!

@secondstreetlab

AND - Templates and Sales Kits!

@secondstreetlab

Train your team and sell results! 7

@secondstreetlab


“Sell actionable ideas,

not media.”

“Hire people with a marketing background

”

“The follow-up is the

most important part of the

sales process.”

@secondstreetlab

“Its not about selling just print or just online. Its

about all of it combined.”

“People don’t buy what you sell. They buy what

you BELIEVE.”

@secondstreetlab

“Make sure reps are having needs

analysis conversation

”

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Have the confidence that you can deliver the results your advertisers want with promotions.

@secondstreetlab

Ecommerce promotionsWork for everyone 8


“At $2MM, our deals program is a huge

amount of our annual digital

revenue.”

@secondstreetlab

“Last year we generated over $580,000 in gross

revenue from deals stores alone.”

@secondstreetlab

Cyber Monday Store

@secondstreetlab

“We’ve made $85k with our golf card so far this year.”

@secondstreetlab

JS Online

$80k

@secondstreetlab

WISE-TV

$112k

@secondstreetlab

Golf CardKCSP-AM | Kansas City, Missouri

TIP: If you run just one multi-merchant card, make it a golf card. Sell it

$25k

@secondstreetlab

Theme Weeks!

$65K

@secondstreetlab

Exclusive Deals

$100K+

@secondstreetlab

There is Something for Everyone!

@secondstreetlab

Ecommerce Promotion Revenue Opportunities

@secondstreetlab

52x

BIG

Weekly Deal

12x

Exclusive

Offers

2x 6x

THEMEWEEK

2x

SeasonalStores

2x

ProgressiveDiscount

Store

Annual Earning Potential

$580,000

$410,000

3x 12x

THEMEWEEK $270,000

1x

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Whether you have a deals program or not, run an ecommerce promotion type you haven’t tried before.

@secondstreetlab


@secondstreetlab

Promotions are exciting 9

@secondstreetlab

Pro Football Pick’em

VIP Picker Photos Printed

Weekly

@secondstreetlab

“There isn’t anything cooler than putting together a great idea that helps fulfill an advertiser’s objective!” – Marty Carry, The State Journal Register

@secondstreetlab

$100,000in revenue

Results

@secondstreetlab

#fox50lipdub

@secondstreetlab

“Do something your whole crew can have fun with. Our whole station participates and we have a blast!” – Terri Overby, WRAZ Fox 50

@secondstreetlab

$200,000 in revenue

Results

@secondstreetlab

@secondstreetlab

$100,000 in revenue

Results

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Have fun. Promotions should be fun to sell, and fun for your audience and advertisers.

@secondstreetlab

Why Not you?

10


“Be an internal change agent in

your organizations.”

@secondstreetlab

Next Step:

#PromotionsSummit

Next Step: Embrace the plan…Build your team…Generate Revenue! What are you waiting for?

@secondstreetlab

secondstreetlab.com/saga

@secondstreetlab

Thanks for Having Us!

Matt CoenPresident & Co-FounderSecond Street @mattcoen

Business

Saga Communications Promotions Opportunity